Flipkart has rolled out a campaign, 'Board the Bus to BBD Bagh', for its upcoming Big Billion Days sale, which commences on 9 October.

Conceptualised by Talented, the campaign comprises an ad film.

The film draws on Kolkata’s distinct cultural cues, humour and wordplay to create a playful narrative around Flipkart’s Big Billion Days. At the centre is Madhusudan, who has spent 15 years wondering what “BBD” stands for, only to discover that it refers to Flipkart’s Big Billion Days sale. The film turns the familiar Kolkata landmark BBD Bagh into a clever pun, with Madhusudan inviting passengers to “board the bus to BBD Bagh” for fatafati (awesome) deals. In one humorous moment, a woman’s bag zipper breaks while she is on the bus, prompting Madhusudan to encourage her to make the most of the BBD sale and replace it with a new one, using a playful “BBD ticket” as her entry to the deals. The film closes with a voiceover announcing that commuters on the route can access Big Billion Deals across a range of categories as they head to the destination.

What we think about it: The film makes effective use of Kolkata’s cultural cues, local humour and the BBD Bagh wordplay to give Flipkart’s Big Billion Days a distinctly regional identity. Madhusudan’s character and the bus journey add a light, memorable narrative that connects the local insight naturally with the sale proposition.
 

Leena Gupta, creative, founding member, Talented, shared her comments on the ad film's vision on LinkedIn. 

The campaign was released on YouTube and Instagram on 21 September.

CREDITS:

Client: Flipkart

Agency: Talented

Production house: Calm Kaam
Director: Diptanshu Chakravarty